“Take risks based on what you have to gain rather that on what you have to lose.”
Rick Valicenti 3st
Aspen One and Milk Collaboration
Dear Gabby,
We are thrilled to have put this book together for your consideration. The brand is at an exciting junction in Aspen Skiing Company history with an incredible opportunity to deliver powerful IP and innovative products that will not only drive new untapped channels of revenue, but promote the rich cache of content cultivated in Aspen throughout its nearly 80 years.
We hope the concepts exhibited in the follows pages spark your imagination and inspire you to work with us to develop a new growth of consumer engagement that is fun and impactful. The following concepts have incredible potential for the brand.
I will reach out to you in the coming weeks with anticipation and curiosity to hear what you think of everything we put together for you.
Kindest regards,
Ad Vogele Milk
The Vault
AspenOne is sitting on top of an immensely valuable cache of content that spans over 80 years of rich Aspen Snowmass history. We should utilize this expansive content to build and strengthen consumer engagement and feed untapped revenue streams into the retail and marketing pipelines. The great news is all you need to do is open the door to the vault.
This is where Milk™ comes into the picture. We help build strong innovative solutions for prominent corporations around the world by creating cutting edge intellectual property and retail products to introduce new forms of cash flow and consumer engagement.
How should we celebrate a rich culture immersed in ski heritage and mountain living that has become an icon amongst destinations around the globe?
Promotion is Celebration Celebration creates Relics Relics are Collected Collectors are Buyers $$$
Local Celebrities
The Four Mountains
Our Heroes
Promotion
Can we package these three categories for our guests/collectors to take home with them?
Yes, everyone wants to bring home a relic of an unforgettable experience.
Bruiser Bingo
Mumbo
Hobo
The Local Celebrities
There are four famous dogs in Aspen’s history that are all tied to the mountain: Bruiser, Bingo, Mumbo, and Hobo.
Bruiser was buried in the Bruiser Avalanche of 1884, and was rescued 33 days later by volunteers searching for paperwork that would help the avalanche survivors’ families.
Bingo was one of the most loved dogs in Aspen and could be seen most anytime on the sidewalk in front of the Hotel Jerome or at the Ski School meeting place lazing patiently on the snow waiting for master, Fred Iselin, or mistress, Elli Iselin, to appear. Bingo appeared in movies and you have likely seen the photo of him riding up Chair One. (Excerpt from Aspen Times).
Mumbo starred in the Walt Disney movie titled, “Fantasy on Ski’s.” It was based on the real-life story of Susie Wirth, whose parents ran and lived in the Sundeck. In the movie she is caught in an avalanche and Mumbo rescues her.
Hobo appeared in the television movie called “Little Skiers Big Day” which was a remake of “Fantasy on Ski’s.”
Why does this matter?
This is incredible IP for a Four Mountain Resort. The story is genuine, heartwarming, rooted in Aspen, and people love dogs–four dogs!
The Four Mountain St. Bernards
It makes every bit of sense to bring the historic iconography of the four lovable Aspen St. Bernards back to life through promotional marketing strategies and retail sales. This is the juxtaposition of the past interpreted into Pop Culture.
Marketing
• On-mountain collaborations using costumed performers in foam/ felted mascot suits. Bud Light, Audi and X Games
• Animated media promotions
• Print and digital media
AspenX
• Collectible Art Toys (blind box mini figures, 8" limited colorways)
• Pop Art Apparel (hats, beanies, shirts, hoodies, pull overs)
• Printed Products (stickers, posters, coloring books) Milk™ will be responsible for all design, marketing production, product development, factory logistics, and freight on board. This is turn key!
Bingo
Bingo Colorways + Configurations
All four characters will be similar in style, but will differentiate slightly in form in order to be unique independently from each other.
Product Pricing
Below is the typical industry pricing for art related apparel and collector toys/accessories. Items would be sold wholesale from Milk™ and shipped factory direct to an AspenX storage facility.
Saint Bernard Adult Graphic Tees–Multiple Styles
Saint Bernard Adult Graphic Hoodies–Multiple Styles
Saint Bernard Children’s Graphic Tees–Multiple Styles
Saint Bernard Graphic Hats– Multiple Styles
Our Heroes
Nearly 80 years of world changers have past through Aspen and Snowmass, leaving behind a legacy worthy of immortalizing. People such as: Walter and Elizabeth Paepke, Mr. and Mrs. Crown, Friedl Pfeifer, Spider Sabich, Bill Janns, Lindsey Vonn, Klaus Obermeyer, and Mikaela Shiff rin to name a few.
The X Games and Audi FIS Ski World Cup Races are prime events to celebrate our heroes with a mini commemorative collectible bust.
Why does this matter?
The ski and snowboard industry has a huge following with Aspen being at the pinnacle of the sports. People are looking for mementos to commemorate their experience at a noteworthy event, proving they were there.
Mini Busts
Injection molded mini busts are an inexpensive souvenir that are highly collectible and look cool on any desk or book shelf.
We can also run limited runs of busts cast in precious metals. Who wouldn’t want to see an $80,000.00 gold bust of Lindsey Vonn?
AspenX
Collectible Art Toys (3" mini busts)
Milk™ will be responsible for all design, product development, factory logistics, and freight on board. Turn key!
4" Mini Busts
The Four Mountains+
Our iconic mountains are worthy of the most glorious photography. Scores of people travel from around the world to witness the magnitude of our peaks and capture the pure majesty in their photos.
The Rocky Mountains are home to our four mountains and boast towering peaks in our backyard, such as: Maroon Peak, Highland Peak, Hayden Peak, Sievers Mountain, Baldy Mountain, and Mount Sopris. We see the peaks and valleys with our eyes, but what if you can touch the distinct contours of their form with your fingertips?
What if you can shrink the mountains and take them home with you?
Mountain Miniatures
The everyday guests can walk away with an injection molded vinyl miniature of their favorite mountain peak. Each peak is 3D printed from the vectors on a topographic map and then formed into an injection molded tool. The miniature mountain cube is then covered with a removable crystal clear vinyl cap.
For the high rollers, we can cast the mountain peak in precious metals such as gold, silver, and bronze.
AspenX
Collectible Miniatures (2" cube mountain miniatures)
Milk™ will be responsible for all design, product development, factory logistics, and freight on board. Turn key!
2" Vinyl Mountain Miniature
2” Bronze Mountain Miniature –Limited Edition Hype Piece
2” Gold Mountain Miniature–Limited Edition Hype Piece
Let’s develop sure-fire concepts that will boost guest engagement and open new channels of untapped revenew.
We help build strong innovative solutions for prominent corporations around the world by creating cutting edge intellectual property and retail products to introduce new forms of cash flow and consumer engagement.
Ad, Michael and Kris first met at Kidrobot, Inc, a premier creator and dealer of limited edition art toys, signature apparel and lifestyle accessories. Together, they collaborated on projects for Project (Red) with Bono, Snoop Dogg, Diplo, Marvel, DC Comics, The Simpsons, Samsung, Cartoon Network, and Teenage Mutant Ninja Turtles. The guys also collaborated with some of the most prestigious pop-culture figures in the art world–Kris (Kronk) included as one of those artists.
A fter Kidrobot, Ad and Michael were hired by McDonald’s to reimagine the Happy Meal experience, which was facing a 10 year decline in revenue. Together, we developed innovative solutions to align with a new generation of parents and their kids, resulting in a rapid increase in sales and the intro to new technologies. Our first concept was developed into the 2015 Superbowl Commercial, “Pay With Lovin’,” which garnered widespread acclaim and millions in sales.
Today, we want to work with you to continue to create incredible “things.”
McDonald’s Happy Experience
Multiple strategies have been implemented throughout the past decade resulting in exponential growth in consumer base and revenue.
The “Pay With Lovin” campaign was birthed by Ad Vogele during teh Happy Experience efforts.
Case Study: Mcdonald’s ‘Pay With Lovin’ and Twitter ad break giveaways
Written by Netimperative.com November 24, 2015
At the 2015 Super Bowl, McDonalds certainly took the prize for most innovative digital aspect of a campaign, with a two-pronged social media strategy to get people engaging with the brand while watching the game. The fast food chain used its 2015 ad to announce that it will let random customers pay with funny and heart-warming gestures rather than cash. This was followed up with tweets that pledged to giveaway all other products advertised during each ad break- from Toyota cars to superglue.
Case study summary
• Fast food giant looks to turn around falling market share with social media focussed Super Bowl ad
• Pay With Lovin campaign results in high number of follow up videos posted to YouTube and other social channels to amplify message
• Innovative ad break product giveaway on Twitter keeps second screeners talking while watching the game
The challenge
McDonald’s saw 21% drop in fourth-quarter earnings for 2014, as millennials head over to “fast-casual” restaurants like Chipotle Mexican Grill and the boutique burger joint Shake Shack. The share of monthly McDonald’s visitors ages 19 to 21 has dropped by 12.9 percentage points since 2011, while the percentage for 22-to-37-year-olds hasn’t budged.
Faced with this challenge, the fast food chain is looking to boost its image on social media with innovative and interactive campaigns that put their real customers in the spotlight.
The solution
Starting February 2nd, the chain let random customers pay for their food with different forms of what McDonald’ s calls “lovin’,” which could include selfies and hugs. ” Customers who order items during preselected times will get to participate in the deal. McDonald’s employees will let customers know if they get to “Pay with Lovin’.” The Super Bowl ad showcased how the scheme will work in restaurants.
Twitter ad break giveaway
In a further gesture of goodwill, McDonald’s then pledged to giveaway all other products advertised in the Superbowl to lucky contest winners. From Toyota Cars to Locktite superglue (we presume).
McDonald’s advised Twitter users to follow the chain during each commercial break. During the first break, spots for TurboTax and Toyota aired.
The chain posted tweets about each ad, complimenting the marketer, the ad or its products in some way. McDonald’s then be monitored who retweets each tweet, and gave away every product advertised during the Super Bowl, including the big-ticket items like cars. The idea was created by Omnicom’s DDBChicago, with the Marketing Store, a longtime McDonald’s agency that handles its contests.
The results
The YouTube version of the Super Bowl ad got 8 million views within 4 days of going live.
A day on from the launch of the ‘Pay with Lovin’ campaign, customers and store employees started posting videos on YouTube of people taking part in these unusual transactions. There were many funny videos and some rather cringe-worthy moments too.
Snoop Dogg 20th Anniversary
Doggystyle 7” Vinyl Figure
$50 Limited Edition–2,000 units
SOLD OUT IN 3 HOURS
Puff Jake-n-Lil Finn 6” Vinyl Figure
$50–5,000 units SOLD OUT IN 5 HOURS
YURY USTSINAU’S “BLUEBERRY”
10” Vinyl Figure
$250 Limited Edition–800 units
SOLD OUT IN 1.5 HOURS
Ad Vogele is a Colorado based designer and entrepreneur passionate about developing innovative ideas to stimulate consumer engagement, leading to growth in revenue.
Ad is also the owner of Monoco Signs, Inc where he is focused on leading and developing exceptional signage solutions for the hospitality, resort and luxury high rise residential sectors. His career has encompassed a multitude of multi-million dollar projects for hospitality entities and real estate developers.
Sporkman
Fun Eating Devices
Michael Ly is a Colorado based artist, designer, and nature lover. Michael possesses a relentless curiosity towards how and why things are made.
His professional philosophy is based off of striving to create products that excite people. Some of his interests include, concept design, photography, martial arts, and traveling.
Uppercut Sports Simpsons Mr. Sparkle
Kris “Kronk” Hewitt is a passionate creative based in Cape Town, South Africa. Known as Kronk, he often blurs the lines between creative disciplines, ranging from illustration, graphic design, typography, textiles, character design, branding and Kronk’s personal love, toy design.
Dweezil Dragon
Yankee Pig Dog
Denver, Colorado
Cape Town, South Africa
303 601 4885
ad@mil-k.co